MEDIA RELEASE: Australian Beer Company launches bid for craft beer growth

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March 30, 2015 by 250 Beers

Most people who know me or follow my blog will be well aware that I like to support and trumpet the little guy – the smaller, local breweries. That said, I’m not one for ignoring the big boys and their beer. If a beer is good then I’ll drink it and I’ll say so regardless if it’s brewed by a multinational conglomerate or a two-man outfit up the road brewing beer out of a garage.

One such large brewing organisation is the Australian Beer Company (ABCo). The joint venture between Coca-Cola Amatil (CCA) and Casella is well publicised. The media release (below) that hit my inbox late last week cements ABCo’s intentions of targeting those beer drinkers looking to step away from the usual run-of-the-mill lagers.

Whether the ‘accessible yet authentic’ new Yenda range of beers will tickle my taste buds is yet to be seen however if they appeal to my palate then I’ll happily drink them again. If they’re from the same marketing driven, gimmicky ilk as the two ARVO releases that made me cringe a few years ago then we’re in trouble. In saying that, this soft Yenda launch doesn’t appear to compare.

Media Release (Friday 27th March)

The Yenda-based Australian Beer Company is backing its locally brewed Yenda range to evolve craft beer perceptions and deliver a drink that everyone can enjoy.

Named after its birthtown in the NSW Riverina, the Yenda packaged craft beer range launches across Australia today and features five styles, Pale Ale, IPA, Golden, Red and Hell.

The Yenda packaged rangeThe introduction of the packaged range means beer lovers across the country can now enjoy at home the same Yenda beers that have won a number of awards since the draught range was launched in October last year. The beers are malt-driven, full-bodied with clean finishes, ensuring the flavours and experience are accessible off an authentic craft foundation.

Said Australian Beer Company’s Derek O’Donnell, “The Yenda story is directly linked to our humble innovative origin, showcasing Australian ingredients with award-winning brewers.

“Craft is the fastest growing segment within the beer market. There are loads of great breweries across Australia already giving drinkers a choice of great-tasting domestic beer.

“We believe we can help accelerate this growth by breaking down the barriers to craft beer. By coming into the market with an award-winning beer that is accessible yet authentic, affordable pricing and informative packaging, we want to introduce more people to craft beer by giving everyone great-tasting beer to be enjoyed and embraced anytime.”

In Australia, consumption of craft beer is growing by 25 per cent (IRI-Aztec MarketEdge Liquor MAT to 1/2/15) and now accounts for 3.9 per cent of total beer sales. Of craft drinkers, over a million are now choosing domestic beer, almost double 2010 levels (Roy Morgan Single Source Australia, Apr 2010 – Mar 2014).

Comparisons with markets like the UK and US, where craft accounts for over 10 per cent of beer sold, show the Australian craft beer market is under-developed. In these markets where craft beer has taken significant scale of total beer, growth has been driven by domestic craft.

Launched last October, the Yenda draught range was well-received, with pale and IPA winning five awards in the first few months; silver at the Australian Craft Beer Awards, silver and two bronze medals at the Royal Sydney Beer Show; and People’s Choice Best Ale at The Australian Hotel Beer Festival.

The five styles in the Yenda range were personally developed by Australian Beer Company’s three brewers, whose faces feature on the packaging and labels of the beers they brought to life. The beers will be available in 330ml bottles (six-pack and 24-bottle case formats) from March 27. As Australian Beer Company’s sales and distribution partner, Coca-Cola Amatil will be distributing the range across Australia from this Friday, March 27.

More information on the Yenda range and how to find the beer is available by following Australian Beer Co. on Facebook, Twitter and Instagram.


About Australian Beer Company…

Established on December 17 2013, Australian Beer Company’s award-winning brewers brew quality beer and cider that celebrates Australian provenance.  Based in Yenda, near Griffith, New South Wales, the team produces the Yenda craft beer range, which includes Pale Ale, IPA, Golden, Red and Hell, as well as Pressman’s Original All-Australian Cider and Mid Cider, both made from 100% Goulburn Valley apples. Both ranges have won a number of local, national and international awards, as have its other beers, Arvo and Alehouse. Australian Beer Company is a joint venture partnership between Casella Family Brands and Coca-Cola Amatil Ltd (CCA) and its range is sold and distributed in Australia in partnership with CCA.


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